BP - Championship Precision Pumping

Agency name: Ogilvy Amsterdam
Client name: BP Netherlands B.V.
Category: Integrated communication

BACKGROUND

Every summer BP experiences a summer dip in demand, even with loyal customers saving FreeBees, the firm's loyalty programme. With Championship Precision Pumping, BP had an attractive promotion for FreeBees. The campaign originated from the insight that people instinctively want to round the numbers off when filling up their car at the pump. Participation in Championship Precision Pumping is easy and the competition element is surprising. Everybody can win up to one and a half to two times the amount of FreeBees they normally would have gained by participating. The promotion took place during a period of high profile sporting events: the European Championship football tournament and the Olympic Games. This promotion was so attractive that almost 40% of active FreeBees savers took part in precision pumping, meaning that BP's usual summer dip was avoided.